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Medientyp:
E-Artikel
Titel:
Can a Mature Sun & Beach Tourist Destination
Change Its Image Among Tourists? : The Case Study of Lloret de Mar
:
The Case Study of Lloret de Mar
Beschreibung:
<jats:p>A destination’s image plays a central role in
conditioning the behavior of visiting tourists, and aligning tourism strategies
with social networks may contribute to a destination improving its image among
visitors. This study focuses on the impact of tourist strategies on how the
tourist’s image of the destination changes. A case study conducted in Lloret de
Mar, a mature destination with a new strategic plan to change its tourist’s
image, is analyzed by monitoring the comments made by tourists on social
networks over three years. Using software developed by Mabrian, over 600,000 Instagram
and Twitter comments were analyzed to verify whether Lloret de Mar's efforts were
giving results in their main markets. The results show a perception of change
in the destination’s image, which in turn leads to de-seasonalization and
diversification of the destination’s products. The research into and
implementation of a different strategic plan have enabled a repositioning of the
town’s image in its different markets. Despite this, however, Lloret de Mar remains
a sun and sand destination.</jats:p>